SkinArt MD
Marketing & Content Strategy
Overview
At SkinArt MD, a premier medical aesthetics clinic, I lead the end-to-end marketing and communications strategy. My focus is on creating a cohesive brand identity that resonates with a diverse, trilingual audience across North American and Chinese social platforms.
Core Responsibilities & Impact
Multi-Platform Social Media Management
I manage and curate content for Instagram, Google Business, WeChat, and Xiaohongshu (Rednote), ensuring brand consistency across different cultural ecosystems.
I manage and curate content for Instagram, WeChat Moments, and Xiaohongshu (Red). Since taking over these accounts, I have achieved a significant increase in both follower count and engagement rates through consistent, high-quality posting and community interaction.
Performance Marketing
I utilize Meta Ad Manager to build and optimize targeted social media campaigns. By analyzing audience data, I create ads that effectively lower acquisition costs while increasing clinic service awareness.
Email Marketing & Conversion
I am in charge of the end-to-end email marketing strategy. My campaigns have successfully attracted both new and returning clients to purchase treatments by highlighting promotions and educational content.
Trilingual Content Creation
I write and edit all copy in both English and Chinese, tailoring the tone to suit the specific nuances of each platform and audience.
Visual Storytelling & Video Production
I produce high-engagement Reels and video content, handling everything from filming to editing in CapCut and Premiere Pro.
Event Coordination & Outreach
I host in-clinic events and manage end-to-end logistics, including connecting and communicating with vendors and industry influencers to expand brand reach.
Print & Digital Design
I design all physical marketing assets, including brochures, posters, and clinic signage, using Canva and Adobe Creative Suite to maintain a luxury aesthetic.
The Results
By implementing a more visual-heavy strategy and consistent posting schedule across Rednote, WeChat and Instagram, I have successfully:
Increased organic engagement by creating educational content that demystifies skincare treatments.
Strengthened community ties through successful influencer collaborations and localized events.
Improved conversion from social media inquiries to clinic appointments through clearer call-to-actions and professional brand materials.